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From a sophisticated VIP gathering in the Midwest to
a flashy tie-in with Hollywood's "baker to the
stars," M&P creates events and seeks out existing
opportunities. We've partnered with charities, festivals,
supermarkets, zoos and even Disney World to best display
a client's product and communicate key messages.
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Challenge: Develop a cost-effective event that would increase brand awareness of JOLLY TIME Pop Corn in Chicago, during National Popcorn Month (October).
Program: Created a partnership with a team of culinary students to build famous Chicago landmarks using JOLLY TIME Pop Corn and packaging. The sculptures were unveiled at a special “JOLLY TIME Family Fun Day” hosted at Chicago Children’s Museum located at Navy Pier. More than 400 children and their parents enjoyed fun and educational activities in a “JOLLY TIME Family Fun Workshop” where they built their own popcorn sculptures. Attendees also received product samples, coupons and recipe/snack ideas.
Results: The event garnered national placements in more than 150 markets when M&P secured an AP wire placement and a syndicated ABC-TV segment. Placements in print, broadcast, radio and online totaled more than 350 hits. Consumer media impressions totaled over 11 million and 100% of placements were branded.
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Challenge: Introduce Popsicle’s entry into the ice cream novelty category with chocolate/vanilla panda-shaped ice cream pop. Support Popsicle’s cause-related marketing effort to donate to the World Wildlife fund.
Program: Create an education and sampling-based mobile marketing tour of five zoos across the country to help kids learn more about endangered animals. Each event featured the new Popsicle Panda Bear who anchored the summer-long campaign.
Results: Popsicle donated $100,000 from product sales to support the World Wildlife Fund’s conservation efforts.
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Media Workshop & Plant Tour
Challenge: Build awareness
of Breyers All-Natural Ice Cream and its point of difference
among major food media.
Program: Created a 1-1/2
day educational workshop with a hands-on component followed
by a plant tour. Twenty journalists representing national
and regional newspapers and magazines attended.
Results: On a 5-point
scale (1 is poor and 5 is excellent), this workshop
received a
4.6 overall rating. In addition, 34 stories resulted
from the event representing an estimated 21 million
readership.
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